• Transform magazine
  • February 20, 2018

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Articles

Opinion: Your brand and voice

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As the trend for voice-activated purchasing grows, brands must prepare for change. Marcel Kornblum examines the opportunity voice technology lends to brand managers, across all sectors...

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Spotlight on King's Cross and Union Square

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Two neighbourhoods across two major cities unveiled rebrands recently. How was place branding approached in New York and London? Amy Sandys investigates For the transport hub-cum...

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Russian brand banned from PyeongChang Olympics

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The Olympic flag is internationally recognisable. It stands for clear values and it represents millions of athletes. But occasionally, it represents individuals as well. And in that case, it takes the place of the national fl...

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Embracing the Avant Garde in Russia Tourism brand

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A country on a geographical scale so vast, with landscape so unique it could be its own continent, Russia has fascinated politicians, tourists, and academics for centuries. From revolutions to sporting competitions to paradig...

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Place branding: Edinburgh

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Scotland’s bustling capital city of Edinburgh has a lot to offer students, tourists and arts fans. With a new place brand, it is seeking to harness the same enthusiasm for the city among businesses. Amy Sandys reports...

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Regional brands damaged by Catalan referendum, says report

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While 2017 is over, its many tumultuous events remain fresh in the mind. From disasters to scientific breakthroughs to a move towards global gender equality, perhaps one of the most reported-on events was another referendum....

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An audio brand for Alpine energy

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In the northernmost point of Italy, close to its borders with Austria and Switzerland, lies South Tyrol. Harnessing a mixture of Italian and Germanic cultural heritage, the province is situated entirely in the Alps, lending S...

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Spotlight on Foster's Freeze

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With flagging growth and an ageing identity, Fosters Freeze chose to rebrand to capitalise on its heritage, existing brand assets and unique positioning. Brittany Golob reports on the Californian icon...

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Brand ambassadors key to employer brand success

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The word of the day was ‘firestarters.’ An unusual expression for the more often used ‘brand ambassadors,’ firestarters captured the imaginations of attendees at the Employer Brand Management conference last week....

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Place branding: perception and reality

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Establishing a place brand can help counter the negative perceptions people may have of cities, regions and countries. Amy Sandys discusses the impact a brand can have on tourism, economics, local pride and reputation...

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